Sales funnels are a helpful marketing tool for understanding the journey of your customer so that you can create targeted ads at every stage of the journey, from brand awareness to interest to sales and conversions. Video has become a key tool within the sales funnel, finding a place at every stage.
What are the stages of the marketing funnel?
There are 5 stages to consider in the sales funnel; Awareness, Interest, Consideration, Intent, Buy.
Awareness
The beginning of the customer’s journey and at the top of the funnel. This is the stage where the prospective customer is introduced to your solution/product through research or a problem they have experienced that needs a solution. The customer does not show interest in buying your product at this stage but is simply understanding what you do and what you offer as a brand.
Interest
This step marks the transition into the middle of the funnel, in which the customer starts to discover and look further into the solution your company offers.
Consideration
At this point in the journey, the customer will have made a meaningful connection with your brand. This could be signing up for an email list, started following on social media, or maybe signing up for a webinar talk.
Intent
The intent stage is the point where your customer enters the bottom of the funnel. They have a significant interest in your brand and in buying your product, they just have not made the purchase yet. They are still making sure the product meets their needs and is worth the money they will spend.
Buy
The final stage of the funnel is when your customer is ready to buy. Generally, a final pitch where you address the reservations at the intent stage is all that is needed for the purchase to be successful.
Where does video fit into the funnel?
Video can fit anywhere in the funnel but will look different at each stage. So, which video type should you use at each stage of the funnel? It’s also worth noting you do not have to make an entirely separate video for each stage of the funnel; you can repurpose your video content into different formats for different platforms.
Top of the Funnel
The awareness stage will include videos like brand promos, product showreels, and entertainment videos. Many clients in the awareness stage have discovered your brand from social media, which means a well-created video is needed to grab their attention.
Middle of the Funnel
This stage encapsulates the interest and consideration stage of the sales funnel. At this stage, your goal is to educate the audience and set yourself apart from competitors. How-to videos, explainer videos, and webinars can be a great way to educate and show your brand’s solution to a potential buyer.
Bottom of the Funnel
At the last stages of the funnel, intent and buy, videos that dive deeper into your brand work best. The customer is very interested in your brand but needs the final push to make sure you are worth it to them. Videos such as product demos, client testimonials, and even a sneak peek into your company can help buyers feel like buying from you is a great choice.
How to use video to retarget your audience
Video retargeting has become a vital step in the buyer’s journey. As the buyer goes through your website, they may be interested in one of your products. In real-time, data will be collected based on how long they stayed on the page if they added it to their cart and plenty of other measurements. But, as buyers often do, they leave your page and start to browse the web. As they are browsing, multiple targeted ads about the product or maybe a how-to video are popping up. The buyer, who was already interested, now decided to click on that page and is then redirected back to your website to make the final purchase.
Add videos to the product page and over your website
Did you know that 84% of people say they have been convinced to buy a product or service by watching a brand’s video? Adding video to your product page can help give consumers the final push from the intent stage to the buying stage. Videos can help collect data for retargeting ads as well as help improve SEO on your website.
Adding video can help improve understanding of your product or brand, as viewers retain 95% of the information by watching a video (versus 10% by text). This impressive statistic is one of the key factors when creating a video for your brand. You are able to bring out your company’s personality and key marketing tools for optimal engagement. As videos become the norm for marketing, make sure your company isn’t being left behind. To find out more about how you can maximise your ROI using video, read our article on measuring and maximising ROI for video content.
Using more testimonial videos
Another great type of video marketing is testimonials. Just like when you may plan to go to dinner, finding a restaurant with good reviews helps instil confidence in your choice of where to eat. In a similar way, testimonials can create the basis for your potential customers to begin to trust your brand. When the consumer understands other people have been happy with the product or service you provide, they are more likely to buy from you and help boost sales. If you want to learn more about creating testimonial videos for your brand, read our Digital Marketing expert’s latest guide on making a winning testimonial video.
